Wendy's Gets in the (Video) Game

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Today Ubisoft announced a partnership with Wendy's to promote its Petz video game franchise throughout Wendy's restaurants in the U.S. and Canada. The partnership marks the first time that the two companies have worked together.

Beginning March 23, 2009, Wendy's restaurants will offer customers a Petz-themed Kids Meal that includes five exclusive Petz premium items.

Ubisoft's popular line of Petz games is the No. 1 pet-themed brand on the Nintendo DS system in North America and allows young players to create and care for cute, furry pets chosen from many different breeds of dogs, cats, horses, and other animals.

"Working with Wendy's on a promotional campaign for Ubisoft's Petz line is an important milestone for the brand,” says Tony Key, senior vice president of sales and marketing at Ubisoft. "The partnership marks the first time that Ubisoft has worked with a quick-service restaurant on a video game promotion for the company's own intellectual property. The Petz franchise has a strong following among children and we're looking forward to offering Wendy's young customers exclusive new Petz merchandise and activities.”

The Petz Kids Meal bags will be branded with characters from Ubisoft's original Petz Dogz and Catz video games including Petz-related activity games such as word scrambles, puzzles, and games. A discount coupon to purchase Ubisoft's Petz Dogz Pack for Nintendo DS or Petz Sports for the Wii home video game system from Nintendo is also featured on the Kids Meal bag.

Enclosed in the Kids Meal package will be one of the five following toys: the Petz Catz PC game, Petz Dogz PC game, a Catz toy balancer ball, a Dogz plush toy, or a Petz-themed card game.

"Wendy's is delighted to partner with Ubisoft to offer its guests an engaging and interactive Kids Meal promotion,” says Ana Hernandez, director of diversity marketing at Wendy's.

The Wendy's Kids Meal promotion with Ubisoft will run for five weeks at participating Wendy's restaurants in the U.S. and Canada, while supplies last.

The promotion will be supported via wendys.com and in-store signage at Wendy's restaurants. Ubisoft and Wendy's will also promote the campaign via a microsite that includes three new exclusive, co-branded mini Petz-themed games.

Partnerships for the campaign were developed by 206, Ubisoft's promotions agency and Determined Productions Inc., Wendy's youth marketing promotions agency.